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Pantene in search for world's first reality hair star

05
Apr '10
Pantene, the iconic brand known for memorable advertising tag lines such as "don't hate me because I'm beautiful" and "hair so healthy it shines", launches the search for the world's first reality hair star. As part of the unprecedented marketing support for the brand's reinvention, Pantene will put their products to the ultimate test live in the world's first reality hair ad. The game-changing advertising will air on May 25, 2010 on multiple channels including a major national network, as part of one of the hottest shows of the season.

"Pantene is known for being at the forefront of hair care innovation and we'll be breaking new ground on May 25 when we air the world's first reality hair advertisement," said Craig Bahner, Vice President, North America Hair Care, Procter & Gamble. "Shooting a reality TV ad is the ultimate hair test, and we are confident that our products will pass the test in this one-of-a-kind project."

One woman will be selected from the online casting call to put Pantene to the test on live TV and will appear in the first reality national advertising spot alongside Pantene's current spokesperson, Stacy London. She will also win the "Be the Rock Star You Are" experience from Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels' tour bus, and backstage passes.

"I'm really excited to be involved in such a revolutionary project," commented London. "I work with women everyday and I know that getting your hair right can be a real challenge that can make or break any day. Pantene's search for the world's first reality hair star will prove the power of Pantene on live TV!"

Pantene


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